The Farmer’s Dog
“Long Live Dogs”
In this launch campaign for DTC fresh dog food brand, The Farmer’s Dog, we set out to let the world know that there was a new and better way to feed their dogs. Our mission was twofold: first, to let people know that the Farmer’s Dog is a company that truly loves dogs and has dog’s best interests in mind, and second to educate people about the evils of “Big Kibble”. Without the first point, nobody would believe the second.
Our tagline, “Long Live Dogs” became the rally cry for the campaign, doing double duty as a mantra for the company and a product proof point: that dogs live longer when they eat fresh food.
We omitted the word “dogs” from headlines, instead using images of dogs doing their very dog-like things that we all know and love.
All of the imagery was user-generated, which gave us access to many more candid dog moments than an organized photo shoot ever could have.
You know you’ve done something right when someone gets your tagline tattooed on their leg.